What Does a Digital Marketer Do?

Digital marketing is a cornerstone of today’s business landscape, connecting brands with their audiences through innovative digital platforms. Whether you’re scrolling through social media, opening an email, or searching for your next favorite product, digital marketers are the driving force behind those interactions.

Thinking about a career in digital marketing? The future looks bright. According to the U.S. Bureau of Labor Statistics (BLS), employment for marketing managers is projected to grow 6% from 2022 to 2032 — outpacing the average for all occupations. This growth underscores the growing importance of a strong digital presence as businesses compete to attract and engage customers.

Digital marketers shape how organizations build connections, from designing campaigns that boost brand awareness to analyzing website performance and refining strategies. In this blog, you’ll learn more about what digital marketers do, the skills they need, and the wide variety of roles available in this dynamic field. If you’re ready to embark on an exciting career that blends creativity, strategy, and impact, digital marketing might be the perfect fit for you.

What is Digital Marketing?

Digital marketing is the art and science of promoting products, services, or brands through digital channels such as search engines, social media, email, and websites. Unlike traditional marketing, which uses mediums like TV and print, digital marketing taps into online platforms to connect with people where they spend much of their time—on their devices.

At its core, digital marketing combines strategy and creativity to reach and engage audiences. Some of its key components include:

• Search Engine Marketing (SEM): Increasing visibility on search engines using both paid and organic strategies.
• Content Marketing: Crafting valuable resources like blogs, videos, and infographics to inform and inspire audiences.
• Email Marketing: Delivering tailored campaigns to build relationships and keep audiences engaged.
• Social Media Marketing: Cultivating a presence and sparking conversations on platforms like Instagram and LinkedIn.
• Affiliate Marketing: Partnering with trusted individuals or organizations to promote products.
• Influencer Marketing: Collaborating with influencers to expand reach and grow brand awareness.

What Does a Digital Marketer Do?

Digital marketers are at the forefront of connecting businesses with their target audiences through strategic use of digital channels. They combine creativity, strategy, and data to deliver campaigns that resonate. A digital marketer’s day-to-day responsibilities can include:

• Designing and executing digital marketing strategies to align with business goals.
• Running campaigns that boost brand awareness, engage audiences, and drive conversions.
• Managing digital platforms to ensure consistent and cohesive communication across channels.
• Tracking metrics like website traffic, customer engagement, and ROI to measure and optimize success.

Freelance digital marketers often take on similar responsibilities, offering specialized services to clients independently. This flexibility allows them to serve a variety of industries while honing their expertise in specific areas of digital marketing.

Skills and Tools Required in Digital Marketing

Success in digital marketing relies on a diverse set of skills that combine creative storytelling, analytical insight, and technical expertise. Whether you’re managing a campaign, creating content, or analyzing performance, these skills are essential:

• Data Analysis: Understanding customer behavior and campaign performance is central to digital marketing. Tools like Google Analytics, Excel, and Tableau help marketers gather insights, track website traffic, monitor conversion rates, and calculate customer lifetime value (CLV).
• Content Creation: High-quality, engaging content is the backbone of digital campaigns. This includes writing blogs, designing infographics, scripting videos, or even producing podcasts—essential for driving inbound marketing success.
• SEO and SEM Skills: A strong grasp of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is critical to improving visibility on search engines. Skills like keyword research, on-page SEO, and using tools such as Ahrefs and SEMrush are vital for staying competitive.
• Social Media Management: Digital marketers need to create strategies that leverage platforms like Instagram, LinkedIn, and TikTok to connect with audiences. This includes content creation, post scheduling, audience interaction, and performance tracking.
• Email Marketing and Automation: Crafting personalized, effective email campaigns that nurture leads and engage customers requires proficiency with platforms like Mailchimp, HubSpot, or Salesforce Marketing Cloud.
• Pay-Per-Click (PPC) Advertising: Managing paid ad campaigns on platforms like Google Ads and Facebook Ads requires strong budgeting, keyword bidding, and A/B testing skills to optimize performance and ROI.
• UX/UI Design Basics: While not required to be a designer, understanding user experience (UX) and user interface (UI) principles allows marketers to optimize digital touchpoints, ensuring seamless, intuitive user journeys. Tools like Figma or Adobe XD can be helpful.
• Video Marketing: Video has become a leading content medium. Marketers benefit from skills in scripting, editing, and promoting video content for platforms like YouTube or TikTok to drive audience engagement.
• Marketing Analytics and Reporting: Measuring success and refining strategies are key parts of digital marketing. Mastery of tools like Google Data Studio, Tableau, or Excel enables marketers to analyze and share performance metrics effectively.
• Technical Skills: A basic understanding of HTML, CSS, and content management systems (CMS) like WordPress helps marketers troubleshoot issues and implement website updates when needed.
• Project Management and Organization: Digital campaigns have many moving parts. Tools like Trello, Asana, and Monday.com help digital marketers plan, organize, and execute campaigns on schedule.
• Communication and Collaboration: Marketers work with cross-functional teams, including designers, developers, and sales professionals. Strong communication and collaboration ensure campaigns align with overarching business goals.
• Adaptability and Lifelong Learning: The digital landscape evolves quickly. Digital marketers need to stay ahead by learning new tools, exploring trends like AI or automation, and adjusting to platform updates.

To execute their responsibilities efficiently, digital marketers rely on industry-standard tools, including:

• Email Marketing Platforms: Mailchimp, HubSpot, ActiveCampaign.
• SEO Tools: Ahrefs, Moz, SEMrush, Screaming Frog.
• Social Media Management Tools: Hootsuite, Buffer, Sprout Social.
• Analytics Tools: Google Analytics, Tableau, Google Data Studio.

By developing these skills and becoming proficient with essential tools, aspiring marketers can position themselves for success in an exciting and fast-paced industry.

Digital Marketing Roles and Responsibilities

The digital marketing field offers a wide variety of roles, each requiring unique skills and playing a specific part in an organization’s success. Whether you’re drawn to content creation, data analysis, or campaign management, there’s a role that aligns with your strengths and interests.

• SEO Specialist: SEO (Search Engine Optimization) specialists focus on improving a website’s visibility on search engines like Google. They conduct keyword research, optimize website content, and implement technical strategies to drive organic traffic and improve search rankings.
• Content Marketing Specialist: Content specialists create engaging, informative materials such as blog posts, videos, and guides designed to attract and retain audiences. They ensure content aligns with brand messaging while supporting SEO goals and broader marketing strategies.
• Social Media Strategist: Social media strategists manage a brand’s presence across platforms like Instagram, LinkedIn, Facebook, and TikTok. They plan campaigns, schedule content, engage with followers, and analyze performance metrics to build community and increase brand awareness.
• PPC Specialist: Pay-Per-Click (PPC) specialists handle paid advertising campaigns on platforms like Google Ads and social media. They manage budgets, select keywords, run A/B tests, and optimize ads to drive targeted website traffic and maximize conversions.
• Email Marketing Specialist: Email specialists design and implement email campaigns to nurture leads, encourage customer retention, and drive sales. They focus on audience segmentation, automation workflows, and performance metrics like open and click-through rates.
• Digital Marketing Manager: Digital marketing managers oversee an organization’s entire digital strategy. They coordinate teams, manage budgets, and align campaigns with business goals to ensure measurable success. Managers balance creativity with analytics to keep campaigns on track and achieve meaningful results.

Each role contributes to a well-rounded digital marketing strategy, combining data, creativity, and technology to help businesses connect with their audiences and meet their objectives.

A Day in the Life of a Digital Marketer

The daily responsibilities of a digital marketer can vary widely depending on their role and focus area. Whether they’re crafting email campaigns, managing social media accounts, or creating search engine-optimized content, digital marketers balance creativity, strategy, and data to deliver results.

While the specific tasks differ, all digital marketers work toward a shared goal: driving engagement, building brand awareness, and achieving measurable outcomes. Here’s a closer look at the day-to-day activities for three key roles in digital marketing:

Email Marketer

Email marketers specialize in building and maintaining relationships with audiences through targeted email campaigns. Their days often focus on creating personalized, data-driven strategies that inspire action. Daily activities include:

• Campaign Planning: Designing email sequences for specific goals, such as lead generation, customer retention, or product launches.
• Content Creation: Crafting subject lines, engaging body copy, and strong calls-to-action (CTAs) tailored to audience interests.
• Audience Segmentation: Analyzing email subscriber lists to target specific demographics, behaviors, or engagement levels.
• A/B Testing: Experimenting with different subject lines, visuals, and layouts to optimize open and click-through rates.
• Performance Analysis: Reviewing metrics like open rates, conversions, and unsubscribe rates to refine future campaigns.
• Automation Management: Setting up workflows in tools like Mailchimp, HubSpot, or ActiveCampaign to nurture leads and streamline processes.
• Compliance Checks: Ensuring emails meet data privacy standards (e.g., GDPR, CAN-SPAM) and achieve high deliverability rates.

Social Media Marketer

Social media marketers focus on strengthening brand presence and engaging with audiences on platforms like Instagram, LinkedIn, TikTok, and Twitter. Their work combines creativity, trend awareness, and data analysis to drive results. Daily activities include:

• Content Creation and Scheduling: Developing posts, videos, and stories that align with the brand’s voice and scheduling them with tools like Hootsuite or Buffer.
• Community Management: Responding to comments, messages, and mentions to build authentic connections and maintain audience trust.
• Campaign Management: Running paid advertising campaigns, such as Facebook Ads or boosted Instagram posts, while aligning with broader marketing strategies.
• Performance Tracking: Monitoring key metrics like engagement rates, follower growth, and return on investment (ROI) for both organic and paid efforts.
• Trend Research: Staying informed on evolving platform trends, popular hashtags, and algorithm changes to maximize content visibility.
• Collaboration: Partnering with design teams, influencers, and brand ambassadors to amplify reach and campaign success.

SEO Content Marketer

SEO content marketers are the driving force behind a brand’s visibility in search results. They focus on creating valuable, optimized content that drives organic traffic and improves search engine rankings. Daily activities include:

• Keyword Research: Using tools like SEMrush or Ahrefs to identify keywords that align with audience intent and business goals.
• Content Creation: Writing blogs, guides, and landing pages optimized for search engines using strategic keywords, meta descriptions, and headers.
• On-Page Optimization: Ensuring content follows SEO best practices, such as proper internal linking, image alt text, and mobile responsiveness.
• Competitor Analysis: Assessing competitors’ content strategies to uncover opportunities for improvement or differentiation.
• Performance Analysis: Tracking metrics like organic traffic, bounce rates, and user engagement with tools like Google Analytics to measure content effectiveness.
• Content Refreshing: Updating existing content to maintain relevance, improve search rankings, and capture new keyword opportunities.
• Collaboration: Partnering with developers to optimize technical SEO and improve site performance, such as page speed and user experience.

How to Become a Digital Marketer

Breaking into digital marketing may feel like a daunting task, but the journey is accessible to anyone — whether you’re a beginner just starting out, an intermediate marketer looking to grow, or an experienced professional aiming to refine your skills. By understanding where you are and what steps to take next, you can carve a clear path to success.

Beginner Level: Starting Your Digital Marketing Journey

For those completely new to the field, building a strong foundation is essential. The focus at this stage is learning core concepts, developing skills, and gaining practical experience.

1. Learn the Basics: Take introductory courses on platforms like Google Digital Garage, HubSpot Academy, or Coursera to explore SEO, social media marketing, content marketing, and email marketing. Free certifications like Google Analytics and HubSpot’s Content Marketing course can also help establish credibility.
2. Build Core Skills: Develop essential skills such as SEO basics, creating engaging content, and navigating tools like Google Analytics, Mailchimp, and Hootsuite.
3. Gain Hands-On Experience: Launch a personal blog, create a social media page, or volunteer to assist small businesses with their marketing efforts. Real-world application builds confidence and credibility.
4. Focus on Soft Skills: Strengthen skills like communication, time management, and problem-solving to effectively collaborate in team settings.

Intermediate Level: Building Expertise and Growing Your Career

For those with some experience, the intermediate stage is about honing expertise, specializing in a niche, and demonstrating measurable results.

1. Choose a Specialty: Deepen your knowledge in roles like SEO Specialist, Social Media Marketer, or Email Marketing Specialist to stand out in the job market.
2. Master Advanced Tools: Learn to use platforms like SEMrush, Ahrefs, and Google Ads to gain technical proficiency in your chosen area.
3. Build a Portfolio: Work on freelance projects, part-time roles, or in-house positions to showcase a portfolio of successful campaigns with measurable outcomes, such as increased website traffic or higher engagement rates.
4. Expand Your Knowledge: Enroll in specialized programs, earn certifications like Google Ads or Facebook Blueprint, and become proficient in CRM platforms like Salesforce and content management systems like WordPress.
5. Network and Stay Current: Attend workshops, webinars, and conferences. Join professional groups or LinkedIn communities to stay informed about emerging trends and best practices.

Expert Level: Advancing as a Digital Marketing Leader

At the expert level, the focus shifts to leadership, innovation, and staying ahead of the curve in a rapidly evolving industry.

1. Take on Leadership Roles: Aim for roles like Digital Marketing Manager, Head of Marketing, or Digital Strategist, where you oversee campaigns and lead teams. Develop project management and leadership skills to align strategies with organizational goals.
2. Adopt Advanced Tools and Techniques: Leverage cutting-edge solutions like AI-powered marketing, advanced analytics with tools like Google Data Studio and Tableau, and marketing automation platforms to maximize efficiency.
3. Share Your Expertise: Mentor junior marketers, contribute thought leadership through articles or speaking engagements, and establish yourself as a trusted authority in the industry.
4. Pursue Advanced Education: Explore degrees like an MBA with a digital marketing focus or certifications from top-tier institutions.
5. Stay Ahead of Trends: Regularly consume insights from trusted sources like HubSpot, SEMrush, and the American Marketing Association. Embrace new areas like influencer marketing, voice search optimization, and interactive content to remain competitive.

Digital marketing offers a clear pathway for growth, whether you’re just starting or looking to advance in your career. By understanding your current skill level—beginner, intermediate, or expert — and committing to ongoing learning, you can build a rewarding career in this dynamic field.

From learning foundational skills to mastering leadership roles, the opportunities in digital marketing are boundless, offering creativity, flexibility, and significant career potential.

Start or Advance Your Digital Marketing Career Today

Digital marketing is a dynamic field with endless opportunities for creativity, strategy, and growth. Whether you’re interested in content marketing, social media marketing, or becoming a digital strategist, the right skills and tools can set you on a successful career path. Ready to explore a career in digital marketing? 

Start by building your skills, gaining experience, and joining the exciting world of digital marketing.